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Advertiser: FRISKIS&SVETTIS STOCKHOLM
Agency: VOLT
Category: Travel, Entertainment & Leisure
Advertising campaign: #FRISKISSTHLM
Art Director: Jörgen Berglund (Volt)
Production Manager: Louise Wallgren (Volt)
Copywriter: Petter Nylind (Volt)
Final Art: Åsa Stjärnquist (Volt)
Project Manager: Magnus Tengzelius (Volt)
Strategy
In January all gyms and health clubs advertised that they'd catch everyone who made the classic New Year’s resolution – to start excercising. Friskis&Svettis is no exception. Our mission was to create a campaign on behalf of 16 branches of Friskis&Svettis in Stockholm, to get more people to discover the various forms of exercise at Friskis&Svettis. Friskis&Svettis is a non-profit association, owned by its members. Everyone involved in the gym/health club - from instructors and personal trainers to the people at the help desk and reception - are members who are passionate about their club. They know their gym better than anyone. So, why not let the members be the campaign and inspire others to join the community? So, by giving them the tools, we helped them to create a cross platform campaign that - with the members own photos - showed the public the different facilities, their various forms of exercise, all the different people working out at the gyms and, last but not least, their passion for Friskis&Svettis.
Effectiveness
More than 2000 tagged pictures generated over 55.000 likes and 4.000 comments. And the pictures were displayed over 8.3 million times. (On March 27th, more than 2800 pics, 80000 likes, 6000 comments,12 million displays)#friskissthlm became the third most popular Friskis&Svettis thread in only a month. Many pictures made it to the list of Instagram’s most popular. Members also shared pics of the billboards and ads. With that and sharing from the campaign site and Instagram to Facebook and Twitter, this campaign travelled way beyond Stockholm. And for now, Friskis&Svettis cant sell more gym cards, they’re at their full capacity.
Execution
We called on the members - with posters and flyers in the gyms, and banners on each of the 16 branches Facebook pages - to work out, photograph and tag their pics with #friskissthlm on Instagram, and by doing so, become a part of the campaign.About four weeks later, we used the best photos on adshels (all 60 adshels got a unique picture), prints in local newspapers (each of the 16 branches got a photo from their facility), and posters in public transport around the Stockholm area. At fssthlm.se, we gathered all tagged pictures, here you could make your own digital campaign with your favorite pic, and share it on social media or simply save it on your computer or phone.We also created an Instagram account, which we used to cheer on the people tagging pics, keeping them updated about the status of the campaign and answering questions.